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RJ Reynolds

A Qualitative Study on the Dynamics of Bright Cigarettes.

Date: 24 Oct 1983
Length: 70 pages
504619080-504619149
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Fields

Type
QUESTIONNAIRE
REPORT
Site
Mdd
Bellis Jv
Mgr Salem & Bright
Request
Minnesota
1rfp93
Named Person
Rjr
Kroger
Copied
I Bpw
Date Loaded
27 Feb 1998
Author
Nicholas Research Intl
Box
Rjr2513
Characteristic
Marginalia
Brand
Belair
Benson & Hedges
Bright
Bright 85
Bright 100
Carlton
Eve
Kool
Marlboro
Merit
Newport
Now
Players
Sale M
Salem Menthol 100
Salem Lights Menthol 85
Salem Lights Menthol 100
Salem Ultra Lights Menthol 85
Satin
Vantage
Vantage Menthol 85
Vantage Ultra Lights Menthol 85
Vantage Ultra Lights Menthol 100
Virginia Slims
American Brands
Generic Brands
UCSF Legacy ID
jgf65d00

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Page 1: jgf65d00
R.J.REYNOLDS TOBACCO COMPANY A QUALITATIVE STUDX;: ON THE DYNAMICS OF BRIGHT CIGARETTES . October 24, 1983 -St. Louis, Missouri October 10, 11, 1983 -Syracuse, New York October 12, 13, 1983 NICHOLAS RESEARCH INTERNATIONAL, INC. 241 WAVERLY PLACE NEW YORK CITY 10014 (212) 666-4269 8PW1 5
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TABLE OF CONTENTS INTRODUCTION EXECUTIVE SUMMARY . . . . . HYPOTHETICAL CONCLUSIONS & IMPLICATIONS . . . DETAILED FINDINGS . . . . . . . . . . . . . . ADVERTI SEMENTS . . . . . . . . . . . . . . . . DISCUSSION GUIDE . . . . . . . . . . . . . . . SCREENER . . . . . . . . . . . . . . . . . . . 2 4 5 . . . 15 . . . 20 . . . 4 5 . . . 54 . . . 6 0
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1 ; I N T R 0 D U C T Z 0 N 1 ,
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PURPOSE i - To gain further insights among menthol smokers regarding the dynamics of Bright cigarettes. To distinguish and differentiate_variations,.in comprehen- sion, attitudes.and~usage patterns regarding Bright among: Part-time users--smokers who smoke Bright as their _'second.choice" brand of cigarettes (as an alternate to their regular brand). -Aware_;triers--smoker.s who are aware of and have tried - Bright and who are favorably disposed to Bright, while not being current--or Dart-time users. - Particular areas of interest include: • Initial introduction to Bright • Initial expectations/reactions • Why smokers: Never tried Bright, or Seldom smoked Bright, or Smoked Bright as a second choice cigarette %z 0 rz W
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• Reactions to Bright Advertising: - Introductory vs New Pool • Assessment while sampling Bright i qualitative,research probe,was conducted utilizing the focused group.technique. Nine focus.group sessions were held, five in St..Louis, Missouri, on October 10 and 11, 1983, four in Syra- cuse, New York, on.October 12 and 13, 1983. The specs for the groups were as follows: All respondents were'to"be: • Ages 25-49 • Menthol cigarette smokers (excluding Bright, NOW, Iceberg and Carlton 85 menthol) • Smokers of at least 10 cigarettes per day One group in each city of: • Male Aware Nontriers • Male Aware Triers • Female Part-time Users In addition • In St. Louis, one group of Black Male Aware Nontriers
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r, i • In St. Louis, one group'of Black Male Aware Triers • In Syracuse, one group of Male Part-time Users (See Purpose for category definitions) Respondents were probed for background information regarding `smoking habits and patterns, then questioned about their his- -tories with Bright cigarettes: -. Why never/seldom/occasionally smoke Bright -- Reactions to Bright advertising: Introductory vs New Pool = ` Yteact3.oas"~to samp).irig Bright nitial expectations/reactions
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~ WORD OF CAUTION - As with all qualitative research, the indications are to be viewed as suggestive, rather than definitive. The emphasis in this pro- j ect is primarily on the quality of what the respondents say and the implications of their.feelings and emotions. The pertinence ortance of any comaent .and finding develop as the point manifested in one way or Since we.have:too often been,unwilling witnesses to the misuse of qualitative research in formu].at3sig marketing strategy, we feel obligated to inject a note of caution for the reader of this re- port. There are.a numbeX of clear-cut purposes served by qua-li- tative research as well as a number of objectives that it cannot and should not attempt to meet. i Qualitative research can: Develop hypotheses about the subj ect. Obtain insights into the social processes of group interactions as they relate to the sub- ject, as well as how they are discussed. Qualitative research cannot: Quantify any of the above so that a "representa- tive"-picture is obtained. Determine how the market will react behaviorally to a subject that group participants have discussed. t 1 4
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